TEEKANNE is a globally active tea company. Our tradition goes back to the founding year 1882. As an independent family business, we cultivate our "roots" and develop our "wings" to lead the company successfully and sustainably into the new generation. The company has one thing ahead of its competitors: they set new standards in their categories and develop innovative offerings along the complete value chain.
Staging a digital brand fascination
The online and offline worlds of young consumers nowadays often merge seamlessly and pose major challenges for traditional brands. The traditional house Teekanne was already communicating with millennials. However, they feared that one day they would not be able to keep up with the demands of millennials and their fast-paced, digitally connected world within their existing portfolio. In addition, the biggest risk for Teekanne was the market entry of new innovative brands whose buyers generated strong attention via digital sharing and chatting on social media.
Creation of a new sub-brand for millennials
A big opportunity for the brand was to build on its existing promise of quality, but create a sub-brand that taps into Millennials' aesthetic design codes and builds on organic products - a product advantage Millennials crave. The new Teekanne Organics products should create new impulses at the shelf, but also trigger digital excitement and online chat.
A social media friendly design language
The symbol of the tea kettle from the original logo of Teekanne became the central element of the new Organics Range. The tea kettle forms the design centre in the middle of the packaging and is turned into an idol by unique watercolour illustrations in the background. A natural but also contrasting colour scheme underlines the natural taste and positive character of the eleven varieties in total. The clarity of the new design language corresponds to the style of millennials and at the same time underlines the quality expectations of Teekanne and the brand heritage of the brand. The designs communicate in an approachable and lively way and are clearly differentiated from the main line.
We helped Teekanne develop a cool "insta-friendly" design language that consumers fall in love with - at POS, but also in the digital space. The designs create digital buzz and put Teekanne at the centre of conversations on social media.
The Teekanne Organics range recorded disproportionate growth in the lifestyle tea market and reached new buyers for the parent brand. The range is the strongest lifestyle brand in food retailing and has thus become one of the strongest drivers in the segment.* In addition, the buyer reach of Teekanne was expanded from 37.2% to 44% from 2018 to 2020.*
*Source: Nielsen Sales MAT 48/2020
German Design Award 2022
Gold for packaging design for the new product line "Teekanne Organics" in the category: Excellent Product Design, Retail
German Brand Award 2021
"Winner" for the packaging design of "Teekanne Organics" in the category Excellence in Brand Strategy and Creation Brand Design - Packaging